Then yesterday happened and news broke that Pavyment is shutting down. It sold its customer list to a rival, called Ecwid and shipped its engineers and tech to Intuit.

So, what happened?

TechCrunch's Sarah Perez and Josh Constine, who broke the news of Payvment's decline, put it best: "Payvment, despite growing to hundreds of thousands of merchants, still faced a challenge in that shopping on Facebook – sometimes casually referred to as “f-commerce” – is still in its early stages."

"Users still seem more interested in liking and commenting on items, than actually transacting on Facebook itself."

Facebook isn't a shopping mall. It's a party. And no one likes being sold to at a party.